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May 22, 2011 12:01 AM

Anthropologie's Tumblr Word Play

Anthropologie is the latest brand to take its vision to Tumblr. Urban Outfitters' bohemian older sister launches Etymologie today, named in honor of what the brand calls it's "appreciation of the power of words and value of expression."...

Anthropologie is the latest brand to take its vision to Tumblr.

Urban Outfitters' bohemian older sister launches Etymologie today, named in honor of what the brand calls it's "appreciation of the power of words and value of expression." Etymologie Screenshot.jpgBut this Tumblr is not your average inspiration posting site. Anthropologie is using the page as a space to connect with customers, and internally as well, with words.

"Social media is constantly providing new opportunities to connect with and get to know our customer," said global co-president Wendy B. McDevitt. "We can't wait for the launch of Etymologie because it will allow us to reveal something totally new and personal by exploring how the collective of distinct individuals behind Anthropologie feels, thinks and experiences the world."

Etymologie will focus on a weekly word -- to be chosen by Anthropologie staff, friends and customers and distributed within the company. Staff members will be able to submit posts showing what that word means to them -- anything from a shared memory, photo, videos, poems or music will be included. This will also be open to "special friends" of the brand, who will guest contribute on occasion.

"We have an incredibly creative environment, so we recognize that that insight may arrive through conventional language, or just as commonly through another form of communication like art or music," said McDevitt.

In addition to the weekly word posts (which will kick off the week every Monday), the new Tumblr includes a "Glossary" section -- an archive of past words and their definitions -- and a "What We're Reading" section -- which will be a curated list of the brand's favorite Tumblr pages, update monthly.

Etymologie joins Anthropologie's ever growing social media family, including the brand's Facebook and Twitter pages as well as its branded editorial site called the Anthropologist.
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